In the world of fine jewelry, few brands manage to strike the delicate balance between luxury and approachability like Ring Concierge, a New York-based jewelry brand known for its bold and modern designs.
Founded by Nicole Wegman, the brand has evolved from a personalized engagement ring service into a full-fledged jewelry empire, boasting a wide array of collections that cater to every occasion and style preference. One of the most talked-about lines? Their dazzling Tennis Collection, whose ongoing popularity coincides with the excitement around some of this summer’s biggest sporting events: Wimbledon, the Olympics, and the US Open.
GRAZIA USA sat down with Wegman, CEO and Founder of Ring Concierge, and Courtney Pham, VP of Product, to talk about how the brand and its collections, particularly the Tennis Collection, are revolutionizing the jewelry space.
A Perfect Match: The Tennis Collection and Summer 2024
With the intensity of Wimbledon, the thrill of the Olympics, and the energy of the US Open fresh in everyone’s minds, tennis bracelets couldn’t be more relevant. With tennis being a hot topic across global sporting events, Ring Concierge has taken their marketing expertise and used this as an opportunity to tap into the excitement. They are giving their customers everything they need and want to know about their best-selling collection, which resonates with both sports enthusiasts and luxury jewelry lovers: the Tennis Collection.
While tennis jewelry has been a staple in fashion for decades, Ring Concierge’s take on it offers a modern twist. Their jewelry stands out among competitors because of their unique approach to remaining timeless but also contemporary, with designs that fit seamlessly into your everyday wardrobe (while, of course, still fulfilling the purpose of luxury pieces for special occasions). The Tennis Collection is a stunning reflection of the brand’s ethos: a luxury that feels personal and wearable.
What Sets Ring Concierge Apart?
Founded in 2013, Ring Concierge’s rise has been nothing short of meteoric. Their unique focus on bridging the gap between bridal and fine jewelry, with an affordable edge and younger demographic, has set them apart in a competitive industry. When Wegman first founded Ring Concierge, she recognized a gap in the market: there were few options that combined the bespoke nature of engagement rings with an actual female-founded and focused lens.
“The industry is very historically male-dominated, every facet of it, from diamond supply to manufacturing to the retailers — and primarily the end user is a woman,” Wegman starts to explain to GRAZIA. The then recently engaged 26-year-old wanted to create “an experience and a product that actually makes sense for us as younger women who may be self-purchasing.”
This approach allows Ring Concierge to meet their customers where they are at, both style and price-wise, and accompany them through all of life’s milestones — whether it’s an engagement, wedding, or anniversary — while also offering versatile pieces that can be worn day-to-day. A key differentiator for the brand is their direct-to-consumer model, which allows them to offer luxury jewelry at a more accessible price point without compromising on quality. “Our core customer is a millennial woman, with 70% of our purchases made by women, and the majority of them are professionals. So there are younger professional women who are self-purchasing in a stretch category,” Wegman explains. “It’s a luxury category, but how do we make that category slightly more reachable?”
Ring Concierge found a way to make a Mini Diamond Tennis Bracelet using a specific setting that makes the diamonds look “just a little bit bigger,” yet with a starting price point of under $1,000 — quickly garnering a cult following. “And it’s 14-karat solid gold. It’s a natural diamond,” Wegman boasts with pride. “You wear it, you can see it. It’s not dinky. It’s a beautiful piece, but women can purchase it for under $1,000.”
Ring Concierge is also size inclusive — something not always found in the jewelry industry. As their name suggests, they pride themselves on being a true “concierge,” catering to each and every customer who reaches out with a specific need. They also provide custom options for those who need smaller, larger, shorter, or longer pieces than their standard size availability.
Behind the Scenes: The R&D Process
Pham, the VP of Product, shares insights with us into the meticulous R&D process behind Ring Concierge’s jewelry offerings. “We typically start things off with a hand sketch,” she explains. “Then we get those in front of Nicole and the entire team, and we get feedback.” From there, the team works with manufacturers to create CAD renderings, 3D resins, and samples.
Pham emphasizes the importance of wear testing. “Before we go to market, I really, really like to do internal wear testing,” she tells us. “We like to really collaborate and get everyone involved.” By gathering feedback from various team members — including both product experts on the product team, as well as those who aren’t necessarily product experts like the finance department — Ring Concierge can identify potential issues and make necessary adjustments before the products reach customers.
Ring Concierge is also committed to ethical practices and sustainability. They work with manufacturers that are RJC certified, ensuring that their diamonds and gold are sourced from mines that follow best human rights, labor rights, and environmental practices. This commitment is reflected in their products, which are designed to be durable and long-lasting — with Pham even sharing with us that they have a whole section in their factory dedicated just to testing the products. “They have these machines set up where you could hook up the bracelet and then it drops it from different heights. It will drop it 100 times at, let’s say, a foot. Then it will go up to two feet, three feet, and it drops it 100 times to make sure that nothing scratched, nothing chipped, and the diamonds weren’t touched or scratched,” she explains. “We make sure the product goes through strict, strict durability testing.”
The Symbolism of Tennis Jewelry
Beyond its aesthetic appeal, the tennis bracelet holds symbolic significance. As a sport known for its precision, discipline, and competitive spirit, tennis has become synonymous with achievement and success. Wearing a tennis bracelet can be a way to celebrate personal victories or simply to feel empowered.
Ring Concierge’s Tennis Collection captures the essence of this sport, offering pieces that are both stylish and meaningful. Whether you’re a seasoned tennis player or simply appreciate the elegance of diamond jewelry (after all, diamonds are a girl’s best friend, right?), a Ring Concierge tennis bracelet can be a perfect addition to any woman’s jewelry collection.
“There isn’t an age that doesn’t love a tennis piece,” Wegman tells us. “There really isn’t.” When asked if the tennis customer has changed alongside the growing industry, the Ring Concierge founder explains it really hasn’t. “I think every woman would probably love a tennis bracelet. The tennis necklace is a little trickier to style and wear, but the tennis bracelet, I don’t know any woman who wouldn’t love and who wouldn’t wear it!”
The Impact of Social Media
In today’s digital age, social media plays a crucial role in connecting brands with their customers. Ring Concierge has leveraged social media platforms, with an impressive 887K followers on Instagram, to showcase their products, engage with their audience, and share behind-the-scenes glimpses into their brand — a key in their immense growth and success since the company was founded 11 years ago.
“Social is our most powerful tool across the board at the company. It’s really what got us to the size we’re at today,” Wegman admits. “We try to do a ton of storytelling.” By sharing educational content, customer testimonials, and styling tips, Ring Concierge has built a strong online community and fostered a sense of trust and loyalty among their customers.
“We know there’s a long consideration window for a fine jewelry purchase. It’s not like you’re buying a T-shirt; you don’t impulse buy it the same day,” she tells us. Their approach to social media and interacting with their customers, and potential customers, is to make them feel knowledgeable and comfortable in the decision they’re going to make.
“We’re very big on showing how to wear pieces,” she continues. But not in your standard fine jewelry editorial shoot type of way. Ring Concierge wants to show customers how to really wear their pieces by showing what they look like dressed up, but also casual on a normal day, as well as stacked with other jewelry, but also worn alone. “When you’re investing in a piece like that, you want to be able to wear it all the time, and you should be able to wear it all the time,” she assures us.
The Future of Tennis Jewelry
Though the height of the summer’s biggest tennis sporting events has concluded, the lasting appeal of the tennis bracelet remains. The influence of tennis goes beyond the sport itself and has become synonymous with luxury and sophistication. Tennis as a sport has a certain grace and strength, and that’s exactly what Ring Concierge has captured in their designs. It’s the perfect symbol of resilience and style.
As Ring Concierge continues to grow — with three new stores opening in 2025 in L.A., Houston, and Boca — Wegman and Pham are always looking for ways to innovate and stay ahead of the curve. “We’re going to be launching something really exciting in tennis,” Pham teases in regards to an upcoming launch they have planned for this winter. “[It’s] very versatile, really bringing that price value to the customer.”
Wegman adds on explaining, “We’re trying to develop, and I’ve never seen anybody do this before, a tennis piece that can be taken apart and turned into a couple of different items.” This innovative approach reflects Ring Concierge’s commitment to offering unique and versatile pieces that cater to the evolving tastes of its customers. “I know the style is never going to go out of style,” she continues. “It makes the cost per wear so justifiable.”
Looking back at the journey that led to the creation of Ring Concierge and its current success, it’s clear that the brand has always been focused on evolution. They’ve grown so much over the years, but they’ve always stayed true to their mission of offering luxury jewelry that’s attainable and personal, constantly putting the customer first and thinking about how they can push the boundaries — whether it’s through new designs or enhancing the customer experience.
Their Tennis Collection is designed with that same blend of tradition and modernity that surrounds the sport that inspired them, with their pieces feeling both classic and current. Whether you’re an avid tennis fan or simply someone who appreciates fine jewelry, Ring Concierge’s Tennis Collection offers something for every woman, at every age, for every occasion — both on and off the court.
